From his first handmade sneakers to the ProGrid Guide 7, Stan Birch shares ten years of creativity and the behind-the-scenes of his project with Saucony.
Over 2,000 hand-customized sneakers, tailored jackets, and his own collections. In ten years, Stan Birch's work has evolved significantly, but the sneaker has always been at the forefront.
On September 19, the Parisian designer launches his first collaboration with Saucony on the ProGrid Guide 7. Named "Stand Out", the sneaker showcases what has become Stan Birch's signature over the years: a strong focus on colors and materials.
To celebrate the release, WhenToCop? chatted with him about his ten years of creation, his relationship with Saucony, and how this first collaboration came to be.
You started with customization before moving to clothing and developing your own collections. How did it all begin, and how do you explain this evolution?
I started a decade ago by customizing sneakers, and it quickly gained momentum. I soon began working with high-profile individuals and was approached by brands for special and large-scale projects. After creating over 2,000 handmade sneakers in just a few years, I decided to change direction and focus on designing clothing, mainly tailored jackets for high-profile clients and international companies.
The public's response was so positive that I decided to venture into ready-to-wear, creating pieces and collections accessible to everyone. It all happened very naturally. The evolution took place gradually, over time. Really, brick by brick. Over the years, I met many different people from all walks of life, which now allows me to have a solid client base, whether individuals or companies that regularly order custom pieces and collections from me.
"The evolution took place gradually, over time. Really, brick by brick."
Stan Birch
Designer & Creator
Colors and materials play a significant role in your work. Where do your ideas come from, and how did this approach translate to the ProGrid Guide 7?
Not really from any specific reference, or maybe unconsciously. My area of expertise lies in color combinations and material diversity. Intriguing and well-crafted mixes. All of this comes exclusively from my mind and imagination… so if something external inspires it, I might not even realize it.
For the ProGrid Guide 7, the model was perfect for what I know how to do. The panels lend themselves to a beautiful symmetry of colors and materials, so it was the obvious choice for me. And all of this without altering Saucony's vibe, which also features quite colorful models.
Photo credits: @staniflou (Instagram)
Before this sneaker, you had already known the Saucony teams for several years. How did you transition from that relationship to the idea of collaborating together?
I had very good personal relationships with the teams even before discussing collaboration. So the conversation happened naturally after a few years. Between the time I met them and the time of the discussion, my career evolved tremendously, so I think it came at the perfect moment.
The sneaker is called "Stand Out". What did you want to convey with this name and through its design?
I wanted to emphasize the importance of standing out. In a world where we see less and less color and everything seems quite similar (I often mention architecture and buildings, which are starting to all look alike and lose their charm), I thought it would be interesting to work on this topic. By creating a sneaker that literally stands out due to its crafted colors, with touches of gold that are visible and create an intriguing visual effect, and of course with its different materials.
You’re used to creating alone. What changes when working with a brand's teams like Saucony? And between the initial idea and the final sneaker, did the project evolve a lot?
It's generally the same process as creating clothing solo. Except here, we work hand in hand with teams, and everyone contributes interesting ideas. In a collaboration, it doesn't matter who has the best idea, as long as the best idea is chosen in the end.
So sometimes you have to set aside your designer ego and accept that an idea from another brain is much better than the one initially chosen. There was only one back-and-forth regarding a material for a panel at the back. The first prototype received was almost the final product!
"In a collaboration, it doesn't matter who has the best idea, as long as the best idea is chosen in the end."
Stan Birch
Designer & Creator
The release is approaching now, after all the time spent on it. What’s your mindset a few days before seeing it launch worldwide? And can you give us a little hint about what’s coming next?
Stress, satisfaction, but above all pride… The feedback has been extraordinary across the sneaker and fashion sphere, so I believe the work has been done fantastically well. Now, overall, I just have to watch the outcome of all this… As for what’s next, everything is confidential. I like to move forward in silence and arrive overnight with a new project without teasing it beforehand. So I can’t say anything… but some really great things are coming! For now, I’m sitting by the river, watching it flow, and waiting for the current to calm down.